Chapter 6: The Web and E-Commerce Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

Learning objectives Web strategy Website information architectures E-commerce Website marketing Web 2.0 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

Newspaper industry Users read news online for free Impact on print newspapers Internet disruption of business models Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

Web strategy (1:2) Inform or entertain audience Influence audience Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

Web strategy (2:2) Sell products or services Facilitate offline relationships Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

Naming website Uniform resource locator (URL) Domain name system (DNS) Hypertext transfer protocol (http://) File transfer protocol (ftp://) Top-level domain Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

Managing domain names Internet Corporation for Assigned Names and Numbers (ICANN) Legal disputes Cybersquatting and typosquatting Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

Website design Hierarchical architecture Multi-dimensional architecture Sequential architecture Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

User interface design Usability Accessibility Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

Software development strategies Web browser Hypertext markup language (HTML) Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

Interactive websites Javascript AJAX Flash Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

Content management systems Cascading style sheets (CSS) Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

E-Commerce Online transactions Security Trust Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

Marketing the website (1:2) Search engine optimization Search terms and key words Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

Marketing the website (2:2) Page rank and relevance Search engine scams Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

Web advertising (1:2) Click-through rate (CTR) Target advertising Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

Web advertising (2:2) Search portals Online marketing challenges Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

Web 2.0 Crowdsourcing Expanding data Learning web Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

Summary Web strategy Website information architectures E-commerce Website marketing Web 2.0 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

NTT DoCoMo case Mobile e-commerce Near-field communications Osaifu keitai Expansion Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

Pandora case Business model Recommendation engine Mobility Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 22